The TV ratings of Discovery Kids soared 91% garnering 88,952 GTVTs in week 17 as per BARC data (age group 2-14, India Urban + Rural), over week 16 data of 46,559 GTVTs taking the channel to its historic high second position in the kids genre. The launch of Little Singham further accelerated the meteoric rise of Discovery Kids helping it achieve 2nd position in week 17 from the 9th position in Week 7 of 2018. Over the last 2 months, the TV ratings of Discovery Kids have grown by 506%, reach has grown by 65% while TSV has grown by 268%.
The ground-up Super Hero Indian IP Little Singham, launched in collaboration with Rohit Shetty Picturez and Reliance Animation, helped the channel increase its reach to 24 million (a historic high for Discovery Kids). Significantly, the channel also garnered 2nd highest time spend of 111 minutes per viewer in the kids genre in Week 17 as per latest BARC data.
Little Singham has generated huge advertiser interest as well. The show is Presented by Dabur Red Paste, Co-Powered by Britannia Cakes. Dettol has come on board as a Special Partner while Flipkart, Heinz – Glucon D and B Natural are Associate Sponsors.
Speaking on the occasion, Karan Bajaj, Senior Vice-President & General Manager- South Asia, Discovery Communications India, said, “We did things differently – focused all our energies on a single IP and launched it an unprecedented scale – not a norm in the industry. We were clear from the beginning that to take Discovery Kids from 9th position (in the 12 channel kids genre), to the top of the league, we will have to follow a bold approach and be ready to take a contrarian view on all aspects of the product – be it programming, distribution or marketing.”
Uttam Pal Singh, Head of Discovery Kids, said, “The traction that Little Singham has been able to generate is a proof that the concept of ‘India’s Youngest Supercop’ inspired by India’s biggest supercop brand – Singham is reverberating with kids across the country. At heart lies our understanding and research on our consumer – kids. Delivering the right product to the right TG at the right time. These results don’t satiate our thrust, as we remain committed to the cause of garnering the top slot in the kids genre in India”.